Every real estate agent already has a standard property marketing checklist. It usually covers such steps as properly staging the property, pricing according to current market conditions, and getting all the necessary documents ready.
Having a thorough marketing checklist is critical for any real estate agent to ensure consistent quality across all of their properties and be certain that nothing is overlooked. A good checklist also acts to standardize your process, making it much easier to delegate tasks and save valuable time.
Most marketing checklists ignore digital marketing.
People are researching properties online more than even before, and this will only increase over time. There are countless ways that someone could find a new property. If someone sees your property on your website, Zillow, Trulia, and social media, will it appear consistent and professional?
What about people who are actively searching for properties similar to yours? You need to make sure that you’re proactively finding new leads online for each of your properties. “Post and hope” is not a viable strategy, and is selling your property owners short.
Just like your traditional property marketing checklist, you need a digital property marketing checklist to standardize your process and ensure quality across the web. Here are 10 steps that every real estate agent should consider when marketing a new property online.
- Have high quality, large resolution photos taken. The photos that you post online will be displayed on a variety of screen sizes and need to look perfect no matter how someone views them.
- Write a clear, enticing, and unique property description. Please avoid using all caps. Online property listings are not classified ads, and using all caps makes you look unprofessional.
- Upload the property description and photos to your website. Ensure that your website is mobile responsive to make the best impression.
- Add the property to Zillow and Trulia with you as the agent. While you may not be the biggest fan of either real estate portal, not claiming ownership of your property allows other agents to take your leads.
- Email all of your home-buyer leads information about the new property. If you don’t have a mailing list, use email newsletter software like MailChimp (which is free for up to 2000 contacts).
- Post a link to the property on all of your social networks. Make sure you uniquely tailor the post to each network. What you post on Facebook, Instagram and Twitter should follow the best practices for each network.
- Write a brief blog article about the property, neighborhood, and potential. This is a great way to show off your knowledge of the area and give a personal introduction to the property. The article can be included in the email you send to home-buyer leads and posted to your social networks.
- Record a Youtube video walkthrough of the property. This can take as little as 5 minutes and is an extremely high-quality piece of content for SEO and viewer engagement. Be sure to also add this video to your website and post it on social media.
- Purchase property specific Google and Facebook Ads that target motivated buyers looking for properties in your area. You can start with ad campaigns as low as $40 and build up your spending as you get more comfortable. A great tip for real estate agents is to limit your ad’s exposure to people within 50 miles of your property to get the most return for your money.
- For luxury properties, create single page websites for the property to increase exposure, emphasize exclusivity, and impress demanding owners. Use a highly specific domain name (such as 123blossomstreet.com) to target searches for the property address. Develop the website as a squeeze page, with one goal in mind: to capture new home-buyer leads.
Feel free to customize this checklist as you see fit to make it work for your brokerage. No matter what specific steps you take, having a digital property marketing checklist will help your brokerage sell properties faster and more efficiently.